The pair also launched the brand’s Web site, amusesociety.com, and social media platforms on Instagram and Facebook. Their first collection will debut to buyers worldwide this summer and will consist of ready-to-wear, bikinis and beach knits.

Capturing the spirit of all things beach, Amuse Society is a beautiful contradiction of pretty and tough, bohemian and rock & roll. Coining the term “beach vida bling” the brand is described as undeniably bold and rebelliously sexy, inspired by the art of travel and the pursuit of journey.

“The last few weeks have been a whirlwind, but we’re thrilled to introduce our brand name and reveal elements of the brand DNA that define the Amuse girl,” said Fry. “We are focused on building and positioning a brand that reflects our personal aesthetic and appeals to the women’s market.”

Beyond their fresh perspective on product design, Fry and Rapp are excited about one of the ways they plan to create demand for the brand. They are establishing a diverse group of women who represent all shades of creative expression, ranging from art and design, to music and philanthropy. This group will be known as the Amuse Society. These women will embody the brand’s philosophy and will be selected based on their unique points of view.

“It’s our vision to create a culture that supports women and their crafts,” said Rapp. “We will dedicate space within our brand to personify these women in a collaborative, storytelling way.”

In addition to establishing the brand’s creative direction and story, Fry and Rapp have been busy growing the internal Amuse team to fill their headquarters in Costa Mesa, California. Lydia Ballesteros has been named VP of Merchandising, following her latest position as head of Merchandising and Design at RVCA. Additional key hires will be announced in the coming months.

“We are currently building a team of individuals who offer a unique and modern way of thinking to our culture,” added Fry. “We want to bring newness to the industry, from product design and merchandising, to the way we sell our product. Finding the right people for our team who fit the Amuse lifestyle is a top priority.”

“Paul and hi !team have been extremely supportive in these early days, and we’ve had so many great developments with Amuse as a result,” added Rapp. “Mandy and I are really excited aboutwhat’s to come–when we finally bring this brand to retail, we will be able to look at each other and proudly say that we exerted every bit of energy to tell a complete story, connecting our product with our audience.”

Amuse Society will be showcased in July 2014 at Agenda, followed by the Miami SwimSho and Surf!Expo. Pre-lining with key retailers will start in June. The brand will be available for purchase at surf shops, fashion boutiques and premium specialty chain stores around the globe starting in November of this year, as well as online.